Twitter is launching a First View feature that will allow marketers to place a video advert at the top of every user’s timeline for 24 hours. The new feature is part of a major overhaul for the social media site that will also see the introduction of prioritised tweets ahead of the current reverse chronological order.
Twitter claims First View will be the “most valuable advertising real estate,” as it will allow marketers to share their brand story in an “engaging and highly visible way.” It will work in a similar manner to Facebook’s Suggested Posts and Suggested Videos, as it will be the first thing users see on their feeds when they log in. The feature is rolling out in the US now and is set to expand further during the coming months.
Twitter has also confirmed that a new algorithmic feed similar to its “while you were away” feature will be introduced. Tech site BuzzFeed first reported at the weekend that there would be a shift in the placement of tweets to promote more popular content and that the new change is designed to keep users more engaged with the platform. However, users will be able to turn off the “never miss important tweets” setting to return to the normal ordered state. The new timeline will affect up to the first 60 tweets at the top of a feed when it is left on by default.
A statement from Twitter said “As a content consumer, the new Home timeline feature will help you catch up on tweets you don’t want to miss from the people and topics you care about. As a content creator, it means your followers are more likely to see and engage with your best tweets. We’ve already noticed that people who have used this new feature tend to retweet and tweet more.”
Both new features will continue to be supplemented by Twitter’s video advertising “Amplify” products for consumer brands and media companies, which enable marketers to package content with ads for targeted members and purchase Promoted Tweets, Promoted Trends, Promoted Accounts and Political Ads.